Promoting your accountancy practice is fundamental to attracting new clients and retaining existing ones. However, networking events, public speaking, and aggressive marketing techniques can seem daunting for introverted accountants. Fortunately, there are effective marketing activities that align well with introverted personalities, allowing for professional growth without the stress of going too far outside your comfort zone.
Here, we examine marketing strategies for introverted accountants and give you some practical pointers on how you can attract new clients and engage with current ones.
Leverage online and digital marketing
Create a solid online presence
Use social media platforms to share your knowledge and insights on accountancy topics, relevant news and stories about your practice, and non-work-related topics. Consider your target audience and which social platforms they are likely to ‘hang out’ on before deciding which platform to focus your efforts.
A well-maintained blog or website offering valuable information can attract potential clients. Keeping the website up to date with fresh content, even if you only post one or two blogs or guides each month, will assist in generating repeat visitors.
Search engine optimisation (SEO) can help your content reach the right audience without direct interaction. As mentioned above, adding new content to the website each month and linking this to key search terms your potential clients may use to find you will massively help with your SEO and increase visitors to the website and enquiries.
Email Marketing
Build a mailing list that includes clients, prospective clients, and business associates and regularly send out newsletters with helpful accounting tips, updates on tax changes, and other relevant information. In addition to ‘technical’ content, include news from the practice to personalise the newsletter; this will help engage your audience. This method allows you to communicate directly with clients and prospects in a less intrusive manner.
Use content marketing
Blogging
Writing blogs related to your expertise in tax and accounting matters can help establish you as an authority in this area. It’s a passive way to attract clients who are seeking the knowledge you possess.
Webinars and online workshops
Conducting online sessions can be less intimidating than face-to-face presentations and can reach a wider audience. These platforms allow for interactive sessions where you can share your screen, present slides, and answer questions through chat. If you don’t want to create live webinars, you can pre-record them and create a library of suitable content on your website, which visitors can access anytime. Consider using similar content in a podcast.
Networking on your terms
Join online forums and groups
Participate in online communities related to accounting or small business management. You can answer questions, offer advice, and subtly promote your services without the pressure of real-time conversations.
Attend conferences virtually
Many industry conferences are now offered in virtual formats. You can gain knowledge, network in chat rooms or breakout sessions, and introduce your practice to potential clients from the comfort of your own office.
Find a face to face networking group you’re comfortable with
Not all networking groups are the same. Don’t be put off if your experience of going to networking events has been one that has a culture of hard selling and referring contacts to other businesses. There are likely to be more informal and friendly networking groups in your area, which are more sociable and foster an environment of getting to know people and building relationships that way. Do some research and ask around to see what else is out there.
Focus on one on one relationships
Create a personalised client experience
Introverts often excel in one on one interactions. Use this strength by offering personalised consultations or check-ins with clients. This can build solid, loyal relationships and lead to referrals without traditional networking.
Request referrals
If you’ve built good relationships with your clients, don’t hesitate to ask them for referrals. This can be done via email or during personal meetings, and it’s a low-pressure way to gain new business.
Collaborate with extroverts or outsource
Partnerships
Consider partnering with more extroverted professionals in complementary fields, such as financial planning or law. They can handle more direct, face-to-face marketing while you focus on providing top-notch accountancy services.
Outsource some of your marketing
If you feel uncomfortable promoting yourself or cannot find the time or inspiration to write your own content, consider outsourcing. An experienced copywriter or content marketer can work with you to produce blogs, newsletters, adverts, and other content that highlights your expertise and showcases what you do in a positive and engaging manner.
Conclusion
Marketing can be a manageable challenge, even for the most introverted accountants. By leveraging online tools, focusing on one on one relationships, and using content to showcase your expertise, you can attract new clients and grow your practice in a way that feels comfortable and authentic to you. Remember that consistency is key to successful marketing, so choose strategies you can maintain over the long term.
If you consider yourself an introverted accountant and want to discuss how to increase your enquiries using marketing activities, you feel comfortable with, why not sign up for my free marketing review call? Alternatively, contact me on 01822 833300 or email vicki@momentumforprofessionals.co.uk.
